Thanks to the launch of The Americana at Brand shopping center, this year’s annual Cruise Night event in Glendale is expected to draw its largest crowds ever. “We are anticipating we will far exceed the about 30,000 people that we normally have to the event,” said Ritch Wells, public information officer for the city. “There will be a substantial increase in our attendance.” Cruise Night will take place July 19 on Brand Boulevard between Broadway and Milford streets, just north of The Americana, but Wells believes that the shopping center’s patrons will inevitably trickle down to the car show’s epicenter. And if they don’t do so instinctively, the electronic signs that will be posted throughout the area that evening will alert them that Cruise Night is taking place just up the street. “It’s hard to miss,” Wells said. “You’ll see all the classic cars here, over 4,000 classic cars and trucks on display. We truly believe that Cruise Night has become the premier classic car show in Southern California.” The first Cruise Night was held in 1994. The World Cup was taking place in Pasadena and the City of Glendale strived to find a way to bring some of the visitors in the area to Glendale. “We started out by showcasing our downtown,” recalled Philip Lanzafame, director of Development Services for the City of Glendale. And the best way to attract visitors to Glendale’s downtown, figured city officials, was to have an exhibition of cars on Brand Boulevard. The car show, which features pre-1973 cars and trucks, also has a select amount of new vehicles from Brand Boulevard of Cars dealerships. “We will participate again,” said Jarrett Anderson, executive secretary of the Brand Boulevard of Cars Association. “It’s become very popular in the last few years.” Cruise Night’s growing popularity has meant big business for downtown dealers and establishments, according to city officials. A few years ago at Cruise Night, “The Chevrolet dealer had somebody buy a brand new Corvette,” Lanzafame said. Cruise Night is “one of those partnerships where (dealers) can benefit by the additional exposure.” The sale convinced Wells that Cruise Night marks a major opportunity for local dealers to make a profit from exhibiting their new models. “You figure you have over 30,000 people coming by and looking at their cars, so you’re bound to generate some sales,” he said. “I think the whole goal here is to generate interest.” Car dealerships aren’t the only businesses to reap an economic benefit from Cruise Night. All of the restaurants on Brand Boulevard are packed that night, according to Wells. “A lot of the merchants have told us they do see a significant increase in sales,” he said. While Cruise Night is based in Southern California, it draws people from throughout the state and outside of the state, alike, which means area hotels benefit from the event as well. Ray Patel, general manager and owner of the Golden Key Hotel on nearby Colorado Boulevard, is a hotelier who looks forward to the event. Now, that The Americana at Brand has opened, he believes that he will do more business on Cruise Night and otherwise. “I think we will probably get an impact,” Patel said. “It’s definitely a plus for the business community.” While Cruise Night gives the businesses in Glendale a financial boost, city officials view it first and foremost as an avenue to unite the community. “The focus is on creating a community event that’s just fun, brings the community together,” Lanzafame said. The 15th annual Cruise Night event will feature radio personality Brian Beirne, known as “Mr. Rock ‘n’ Roll” and actor Kent McCord of classic television show “Adam 12.” There will also be classic rock music from Herman’s Hermits, starring Peter Noone; the Surfaris; and The Tokens. And, in addition to the cars and trucks exhibited, this year’s Cruise Night will include booths and displays featuring police and fire vehicles, not to mention various activities for children. “It’s a fun family event,” Wells said. “There’s something for all ages, whether it’s people who want to come to look at classic cars or baby boomers who want to listen to old rock ‘n’ roll music, to children, who can play games. People have just a wonderful time when they come to this event.” Cruise Night 2008 When: July 19, 5:30 to 10:30 p.m. Where: Brand Boulevard in Glendale Information: http://www.ci.glendale.ca.us/ CruiseNight2008.asp
